MKT 596 Google Ads Measurement
Certification Exam Questions and
Answers
A brand manager wants to show the value of his advertising by demonstrating the return
on ad investment. What's his marketing objective?
Consideration
Purchase
Loyalty
Awareness - Answers -Purchase
A clothing company wants to entice consumers to pay more for their products. To do
this, the company launches an advertising campaign to position themselves as a luxury
brand. Which factor are they trying to improve?
Unit cost
Demand
Volume
Capacity - Answers -Demand
A customer is receptive to an upsell during a product purchase. Which part of the
customer journey has been exhibited?
Purchase
Loyalty
Awareness
Consideration - Answers -Loyalty
A flower delivery business wants to raise their overall sales volume to increase profit.
After analyzing their costs, they choose their most popular line of flower arrangements
and run a promotion on those arrangements. How would this promotion lead to higher
profits?
By lowering the cost of the flower arrangements to increase margin.
By raising the revenue to increase demand.
By lowering the price of the flower arrangements to increase demand.
By raising the margin on the arrangements to increase revenue. - Answers -By lowering
the price of the flower arrangements to increase demand.
A primary benefit of Google My Business is what it can tell you about how customers
behave when they visit your listing. Which Google My Business feature can you use to
follow these interactions?
Google My Business Reviews
,Google My Business Services
Google My Business Insights
Google My Business Info - Answers -Google My Business Insights
After you've successfully installed a conversion tag on your website or app and a
conversion action has taken place, where's conversion data viewed within Google Ads?
In the Experiment tab, under the Calls from Ads column
In the Overview tab, under the Total Page view column
In the Recommendations tab, under the Success column
In the Campaigns tab, under the Conversions column - Answers -In the Campaigns tab,
under the Conversions column
For video campaigns, the last impression of a video ad will get credit for the view-
through conversion.
True
False - Answers -True
What can be used to customize how the data is tracked in the Conversions column?
Auction Insights Report
Custom Tables
Include in Conversions setting
Modify Columns setting - Answers -Include in Conversions Setting
Aiesha is dissatisfied with the conversion rate that her ads are generating for her retail
website. She wants to make some changes to improve the conversion rate. What
should she do to achieve this? (Choose two.)
Not include prices that may eliminate customers.
Include names of her competitors in the keywords.
Use negative keywords to add limits to her ads.
Use general keywords to attract as many people as possible.
Use more specific keywords that limit the volume of clicks. - Answers -Use more
specific keywords that limit the volume of clicks.
Allen is a marketing manager who received a series of ads from his creative team. He
wants to use A/B testing to find the ads in the series that yield the best results. Which
type of ads will Allen compare?
Ads used in identical ways, on the same channels, and directed at the same audience.
Ads with exposed groups, on the same message, and directed at the same audience.
Ads with unexposed groups, on the same budget, and directed at the same audience.
Ads with unexposed groups, on the same channels, and directed at the same audience.
- Answers -Ads used in identical ways, on the same channels, and directed at the same
audience.
,An executive at a clothing company is looking to define overarching goals for his
company. What's the executive defining?
Media objectives
Business objectives
Marketing objectives
Campaign metrics - Answers -Business objectives
An extra line is included within an ad when location extensions are added to a Google
Ad campaign. All it takes is linking Google My Business with a Google Ads account.
What can users see when an ad with location extensions is displayed?
A call-to-action, a collection of services, or a digital coupon code
A website sitemap, specific page links, or a web search button
A phone number, a messaging button, or newsletter sign-up link
An address, a link to see the business on Google maps, or specific distance to location -
Answers -An address, a link to see the business on Google maps, or specific distance
to location
Which three of the following actions can improve your conversion rate?
Select all correct réponses.
Don't use negative keywords.
Use negative keywords to further refine audience traffic.
Use specific keywords for better conversion rates.
Use the search terms report to reach the right customers. - Answers -Use Negative
Keywords to further refine audience traffic.
Use specific keywords for better conversion rates.
Use the search terms report to reach the right customers.
Which two of the following statements are true about Attribution reports?
App conversions and store visits are included in Attribution reports
App conversions and store visits are NOT included in Attribution reports
Attribution Reports can help you estimate how changes to your attribution model might
impact conversion reporting
Attribution reports can help you evaluate and optimize performance after you've
changed your attribution model - Answers -App conversions and store visits ARE NOT
included in Attribution Reports
Attribution Reports can help you estimate how changes to your attribution model might
impact conversion reporting
A company that designs coffee mugs wants to see which of their video creatives makes
viewers remember their brand best. Which of the following Google tool can they use to
find out?
Ad recall
Brand favorability
, Brand Lift
Conversion Lift - Answers -Brand Lift
Which of the following attribution models use machine learning to evaluate individual
customer paths?
Data-driven
Last interaction
Linear
Time Decay - Answers -Data-driven
Hiroko is running a search campaign for a couple of months and would like to make
some improvements. Identify 3 ways that she can optimize her campaign after
assessing performance.
Select all correct responses.
Assess which audience targeting is performing best and double down.
Don't make changes until the campaign has been running for at least six months.
Remove poorly performing creative and test out new creative.
Turn on automated bidding - Answers -Assess which audience targeting is performing
best and double down.
Remove poorly performing creative and test out new creative.
Turn on automated bidding.
Jason is running a video campaign and realizes that while his overall views are high, his
engagement rates are low. Which three of the following questions could he ask to
investigate?
Select all correct responses.
Was the creative effective in getting attention and highlighting the brand?
Was the right audience targeted?
Were enough people shown the video?
Were there any possible executional missteps? - Answers -Was the creative effective in
getting attention and highlighting the brand?
Was the right audience targeted?
Were there any possible executional missteps?
Which three of the following are good measurement habits for any individual or
company?
Select all correct responses.
Bring data to all your meetings
Encourage learning from failure
Look at data only every month or so
Run tests continuously - Answers -Bring data to all your meetings
Encourage learning from failure
Certification Exam Questions and
Answers
A brand manager wants to show the value of his advertising by demonstrating the return
on ad investment. What's his marketing objective?
Consideration
Purchase
Loyalty
Awareness - Answers -Purchase
A clothing company wants to entice consumers to pay more for their products. To do
this, the company launches an advertising campaign to position themselves as a luxury
brand. Which factor are they trying to improve?
Unit cost
Demand
Volume
Capacity - Answers -Demand
A customer is receptive to an upsell during a product purchase. Which part of the
customer journey has been exhibited?
Purchase
Loyalty
Awareness
Consideration - Answers -Loyalty
A flower delivery business wants to raise their overall sales volume to increase profit.
After analyzing their costs, they choose their most popular line of flower arrangements
and run a promotion on those arrangements. How would this promotion lead to higher
profits?
By lowering the cost of the flower arrangements to increase margin.
By raising the revenue to increase demand.
By lowering the price of the flower arrangements to increase demand.
By raising the margin on the arrangements to increase revenue. - Answers -By lowering
the price of the flower arrangements to increase demand.
A primary benefit of Google My Business is what it can tell you about how customers
behave when they visit your listing. Which Google My Business feature can you use to
follow these interactions?
Google My Business Reviews
,Google My Business Services
Google My Business Insights
Google My Business Info - Answers -Google My Business Insights
After you've successfully installed a conversion tag on your website or app and a
conversion action has taken place, where's conversion data viewed within Google Ads?
In the Experiment tab, under the Calls from Ads column
In the Overview tab, under the Total Page view column
In the Recommendations tab, under the Success column
In the Campaigns tab, under the Conversions column - Answers -In the Campaigns tab,
under the Conversions column
For video campaigns, the last impression of a video ad will get credit for the view-
through conversion.
True
False - Answers -True
What can be used to customize how the data is tracked in the Conversions column?
Auction Insights Report
Custom Tables
Include in Conversions setting
Modify Columns setting - Answers -Include in Conversions Setting
Aiesha is dissatisfied with the conversion rate that her ads are generating for her retail
website. She wants to make some changes to improve the conversion rate. What
should she do to achieve this? (Choose two.)
Not include prices that may eliminate customers.
Include names of her competitors in the keywords.
Use negative keywords to add limits to her ads.
Use general keywords to attract as many people as possible.
Use more specific keywords that limit the volume of clicks. - Answers -Use more
specific keywords that limit the volume of clicks.
Allen is a marketing manager who received a series of ads from his creative team. He
wants to use A/B testing to find the ads in the series that yield the best results. Which
type of ads will Allen compare?
Ads used in identical ways, on the same channels, and directed at the same audience.
Ads with exposed groups, on the same message, and directed at the same audience.
Ads with unexposed groups, on the same budget, and directed at the same audience.
Ads with unexposed groups, on the same channels, and directed at the same audience.
- Answers -Ads used in identical ways, on the same channels, and directed at the same
audience.
,An executive at a clothing company is looking to define overarching goals for his
company. What's the executive defining?
Media objectives
Business objectives
Marketing objectives
Campaign metrics - Answers -Business objectives
An extra line is included within an ad when location extensions are added to a Google
Ad campaign. All it takes is linking Google My Business with a Google Ads account.
What can users see when an ad with location extensions is displayed?
A call-to-action, a collection of services, or a digital coupon code
A website sitemap, specific page links, or a web search button
A phone number, a messaging button, or newsletter sign-up link
An address, a link to see the business on Google maps, or specific distance to location -
Answers -An address, a link to see the business on Google maps, or specific distance
to location
Which three of the following actions can improve your conversion rate?
Select all correct réponses.
Don't use negative keywords.
Use negative keywords to further refine audience traffic.
Use specific keywords for better conversion rates.
Use the search terms report to reach the right customers. - Answers -Use Negative
Keywords to further refine audience traffic.
Use specific keywords for better conversion rates.
Use the search terms report to reach the right customers.
Which two of the following statements are true about Attribution reports?
App conversions and store visits are included in Attribution reports
App conversions and store visits are NOT included in Attribution reports
Attribution Reports can help you estimate how changes to your attribution model might
impact conversion reporting
Attribution reports can help you evaluate and optimize performance after you've
changed your attribution model - Answers -App conversions and store visits ARE NOT
included in Attribution Reports
Attribution Reports can help you estimate how changes to your attribution model might
impact conversion reporting
A company that designs coffee mugs wants to see which of their video creatives makes
viewers remember their brand best. Which of the following Google tool can they use to
find out?
Ad recall
Brand favorability
, Brand Lift
Conversion Lift - Answers -Brand Lift
Which of the following attribution models use machine learning to evaluate individual
customer paths?
Data-driven
Last interaction
Linear
Time Decay - Answers -Data-driven
Hiroko is running a search campaign for a couple of months and would like to make
some improvements. Identify 3 ways that she can optimize her campaign after
assessing performance.
Select all correct responses.
Assess which audience targeting is performing best and double down.
Don't make changes until the campaign has been running for at least six months.
Remove poorly performing creative and test out new creative.
Turn on automated bidding - Answers -Assess which audience targeting is performing
best and double down.
Remove poorly performing creative and test out new creative.
Turn on automated bidding.
Jason is running a video campaign and realizes that while his overall views are high, his
engagement rates are low. Which three of the following questions could he ask to
investigate?
Select all correct responses.
Was the creative effective in getting attention and highlighting the brand?
Was the right audience targeted?
Were enough people shown the video?
Were there any possible executional missteps? - Answers -Was the creative effective in
getting attention and highlighting the brand?
Was the right audience targeted?
Were there any possible executional missteps?
Which three of the following are good measurement habits for any individual or
company?
Select all correct responses.
Bring data to all your meetings
Encourage learning from failure
Look at data only every month or so
Run tests continuously - Answers -Bring data to all your meetings
Encourage learning from failure
